0

2

EXECUTIVE SUMMARY

Coca-Cola is famous because of their original campaigns. ‘Share a Coke’ started in Australia and New Zealand. It was a huge success and got spread in Europe. The effect was huge as well. Coca-Cola offered their customers a sense of ownership over the brand and to reconnect people all over the world. In this report the campaign ‘Share a Coke’ is analyzed by Cialdini’s principles. Two questions will be answered: “To what extent are (some) principles of Cialdini used by organizations that try to change the knowledge, attitudes and/or behavior of a group of people?” and “To what extent are (some) principles of Cialdini used by organizations that try to change the knowledge, attitudes and/or behavior of a group of people?”. Coca-Cola company was founded in 1886 by Dr. John Pemberton. Now, Coca-Cola Company is world’s leading manufacturer in non-alcoholic, sparkling drinks. Coca-Cola is one of the most popular and biggest-selling drink of the Coca-Cola Company. During the summer of 2013, Coca-Cola started their campaign in Great Britain. They swapped the brand name for people’s name. People could share a Coke with friends, family and loved ones their names. The following principles are used in the campaign: reciprocation, social proof, liking, authority and scarcity. Firstly, reciprocation is used by creating pressure with friends. If a friend is sharing a Coke with you, you feel the pressure to give him a favor back. Secondly, social proof was the most important principle. By sharing a Coke on social media, it spread the word rapidly. Thirdly, liking is used by printing people their names on cans. People are sensitive for similarity: your own name or friends names. Fourthly, authority was not very emphasized in the campaign. They used Prince William and Kate their names to toast on their marriage. Lastly, scarcity comes forward trough people think that there is limited of cans with their name on it. Our advice is based on the principles: reciprocation, liking, authority and scarcity. Firstly, reciprocation. Coca-Cola could ask people to customize a second can for their friends or family, afterwards when they got a free sample with their own name. Secondly, liking. Coca-Cola can create a pressure towards friends of the person who shared a Coke with them. Those friends will buy a Coke too and will share it with other friends. Thirdly, authority. Coca-Cola used the names of the British royals: William and Kate. If they used photographs or a television commercial, the effect would be more increasing. Lastly, scarcity. Coca-Cola could emphasize on the availability. Now, they told it afterwards, but they could say that the cans only were available in summer.

3

TABLE OF CONTENTS

1 Introduction ............................................................................................................................................................ 4

2 Coca Cola ................................................................................................................................................................. 5

2.1 Coca-Cola Company ..................................................................................................................................... 5

2.2 Share a Coke ................................................................................................................................................. 6

3 The principles .......................................................................................................................................................... 7

3.1 Reciprocation ............................................................................................................................................... 7

3.2 Social proof .................................................................................................................................................. 8

3.3 Liking ............................................................................................................................................................ 8

3.4 Scarcity ....................................................................................................................................................... 10

4 Conclusion ............................................................................................................................................................. 11

5 Advice .................................................................................................................................................................... 12

5.1 Reciprocation ............................................................................................................................................. 12

5.2 Liking .......................................................................................................................................................... 12

5.3 Authority .................................................................................................................................................... 12

5.4 Scarcity ....................................................................................................................................................... 13

Reference list

Appendix I Communication tools

Appendix II Lecture

APPENDIX III BIG-FORMS

4

1 INTRODUCTION

Coca Cola is famous for their original campaigns, in 2011 the campaign ‘Share a Coke’ was introduced in Australia and New Zealand. After that it became a huge success in Australia and New Zealand the campaign was also introduced in Europe. The effect of the campaign in Europe was the same as in Australia and New Zealand, Coca Cola implanted their brand more by their target group, by offering them a sense of ownership over the brand and to reconnect people all over the world. For the research after the influence of the principles of Cialdini in campaigns we did a research after the use of principles of Cialdini in the ‘Share a Coke’ campaign of Coca Cola. The two key questions for this research are: 1. ‘To what extent are some principles of Cialdini used by organizations that try to change the knowledges, attitudes and/or behavior of a group of people?’ and 2. ‘To what extent are some principles of Cialdini, even better, be useful for organizations that try to change knowledge, attitudes and/or behavior of a group of people? In chapter two we have spoken about Coca-Cola Company, its objectives, target group and strategy. Also the specific objectives, target group and strategy of this campaign were discusses in chapter two. In chapter three we have analyzed the principles of Cialdini and which of them were most effective and controlled by Coca Cola. We looked at the principles reciprocation, social proof, liking and scarcity. In chapter four there is a conclusion of how the principles worked in the campaign ‘Share a Coke’ of Coca Cola. In chapter five will follow an advice how Coca Cola could implement the principles even better, also some of the principles will be linked to each other.

5

2 COCA COLA

This chapter is about the Coca-Cola Company and the campaign: ‘Share a Coke’. You can read about the company’s mission, vision values and products. Also, Coca-Cola company and the campaign their objectives are described in this chapter. Also about the target group and strategy.

2.1 COCA-COLA COMPANY The Coca-Cola company (n.d.) was founded in 1886 by pharmacist Dr. John Pemberton. Now, Coca-Cola company is world’s leading manufacturer in non-alcoholic, sparkling drinks. They produce over 500 brands. The company operates in over 200 countries. Coca-Cola Great Britain has around 40 employees. They are responsible for developing new brands, extending brands and protect the trademarks for 21 brands. Coca-Cola Enterprises are responsible for the manufacturing, distribution, sales and trade marketing in England, Scotland and Wales. Together they are ‘The Coca-Cola System’ (Coca-Cola Company, n.d.) Coca-Cola Company (n.d.) their mission consist of three aspects. Firstly, it is their mission to refresh the world. Secondly, Coca-Cola wants to inspire moments of happiness and optimism. Lastly, they want to create value and make a difference. Their vision is divided into five aspects. The first aspect is profit: they want to maximize return to stakeholders, while being mindful of their overall responsibilities. Secondly, they want their employees to have a great place to work. Thirdly, Coca-Cola wants to have a portfolio which has brands who anticipate and satisfy people’s desire and needs. Fourthly, they want to construct a winning network of partners and build mutual loyalty. Fifthly, Coca-Cola wants people to be a responsible global citizen that makes a difference. Lastly, they want to be a highly, effective, lean and fast-moving organization. Coca-Cola (n.d.) also has seven values which help them as a compass for their actions and how to behave in the world. The first value is, leadership. They are world’s leading manufacturer in non-alcoholic, sparkling drinks. Secondly, Coca-Cola leverages collaboration with geniuses. Thirdly, they want to be real (integrity). Fourthly, Coca-Cola feels responsible for their products, they are accountable. Fifthly, the employees needs to be passionate about Coca-Cola. Sixthly, the company has a diversity of brands. Lastly, they only manufacture quality. 2.1.1 OBJECTIVES

In previous paragraph Coca-Cola’s mission, vision and values were described. To achieve their mission and vision Coca-Cola set up some objectives. But the company remains to be competitive and are not able to share their objectives in public (Coca-Cola Copmany, n.d.). The following objectives can be formulated based on previous paragraph about Coca-Cola’s mission, vision and values. The objectives are formulated based on knowledge, attitude and behavior. Knowledge: all people around the whole world need to know that Coca-Cola is an responsible and ethical company Attitude: people around the whole world see Coca-Cola as a company who is accountable, integrity and has quality. Behavior: people around the world buy and drink Coca-Cola drinks. 2.1.2 TARGET GROUP

In previous paragraph it said that Coca-Cola do not share their objectives. The same applies for their target group (Coca-Cola Copmany, n.d.). However, you can say on the basis of previous paragraphs that Coca-Cola want to achieve their objectives worldwide. It does not matter who you are, if you are black, white or yellow: Coca-Cola wants everybody to drink their beverage. People are already drinking Coca-Cola in over 200 countries (Coca-Cola Copmany, n.d.). 2.1.3 STRATEGY

In previous paragraph it said that Coca-Cola do not share their objectives. The same applies for their strategies (Coca-Cola Copmany, n.d.). Overall you can say that Coca-Cola achieve their objectives to focus on different countries in the whole world. By manufacture different drinks for people all over the world, they will gain their brand name and popularity. All those Coca-Cola companies and factories in those different countries work very closely, but they also have their localized strategies. They are the main leading drink company worldwide because Coca-Cola is the owner of various brands. That means that their competition is narrowed.

6

2.2 SHARE A COKE Coca-Cola is one of the most popular and biggest-selling drink of the Coca-Cola Company. It is also a well known brand worldwide. To reach the target group, Coca-Cola created a campaign, called: ‘Share a Coke’. In this paragraph the campaign will be explained (Coca-Cola Company, n.d.). In 2011 Coca-Cola started the campaign: Share a Coke, in Australia and New-Zealand. The campaign was a great success and was an award winning campaign. During the summer of 2013, Coca-Cola started the campaign in Europe. Coca-Cola swapped their name for people’s name. The iconic Coca-Cola logo was swapped with 250 most popular names of Great Britain. People could share a Coke with their names or friends, family and loved ones their names. People could find the bottles and cans in a local shop. Coca-Cola asked people to take a picture of sharing the coke and share it on social media (Journey Australia Staff, 2013; Etnomarketing, 2013). 2.2.1 TARGET GROUP

In paragraph 2.1 Coca-Cola is focused on everybody all over the world to drink their beverage. In this campaign the main target group are people between 18-25 years old who already know Coca-Cola and have a positive attitude towards them. The target group are already users of Coca-Cola. Coca-Cola also wanted to achieve non-drinkers and incidental drinkers. They mainly promoted to two groups, the none-drinkers and the regular drinkers. They promoted by giving the option to personalize your can with your name, even if your name did not exist in the list of most popular names, you had the opportunity to get a free can with you name on it that day at that event (Eunen, 2011; Marketing, 2012; The Guardian, n.d.). 2.2.2 OBJECTIVES

The objectives of this campaign are focused behavior. The target group already knows Coca-Cola and has a positive attitude towards the brand. The two main objectives are: increase consumption of Coca-Cola over the summer period worldwide. Secondly, Coca-Cola wants people to talk about their brand again (behavior). It encourage people to consume the product again, not only be a fan (Marketing, 2012). 2.2.3 STRATEGY

The main strategy in this campaign is to connect people in the real world and virtual, by involving the customer in the product and offer them a sense of ownership over the brand. To connect people, Coca-Cola asked people to ‘Share a Coke’ with someone they know, want to know and who are important in their lives. They involved the customer in the product by using people’s first name. By sharing a Coke they leave a message about why they want to share the Coke (Stick Figure, 2012; Marketing, 2012). In this campaign social media is the main communication tool to realize the strategy. The social media Coca-Cola used are Facebook and Twitter. Consumers could take a photo with their Coke or a Coke with somebody’s name and share it online. Also you can make a virtual Coke if your name was not in the local shop (Marketing, 2012). Other communication tools are: banners, website, billboards, posters, stalls on events and television commercials. They also gave people the chance to get their name printed on a bottle, if your name wasn’t in the local shop. Coca-Cola stopped in towns, cities and selected supermarkets across Great Britain in July and August (Marketing, 2012). In the appendix number one you can find images of previous communication tools.

7

3 THE PRINCIPLES

The campaign ‘Share a Coke’ of Coca Cola will be researched through the principles of Cialdini. In chapters below we will highlight the principles that have been used in the campaign. We highlight the fact of how they have been used, if they have been used correctly and what the overall effect was at the campaign. We will highlight the principles reciprocation, social proof, liking and scarcity.

3.1 RECIPROCATION The definition of reciprocation means by The Free Dictionary: ‘An alternation back-and-forth movement, doing something in return’ (The Free Dictionary, 2014). The rule of reciprocation says that we should try to repay, in kind, what another person has provided us. By virtue of the reciprocity rule, then, we are obligated to the future repayments of favors (Cialdini, 2007). Alvin Gouldner proofed that in every culture and society the rule of reciprocation has been used, it is a way of survival and has been in our genes and education a long time (Gouldner, 1960). It can overcome long distances, different cultures, acute famine and immediate self interest and there will be social sanctions if we violate to the rule of reciprocation. Most of these sanctions are negative and we will avoid this as much as possible (Cialdini, 2007). The rule of reciprocation can be used in two tactics. The first tactic exist out obligate to receive a favor and want to repay with a favor. The second tactic is the rejection-then-retreat tactic, by this tactic it is all about doing concessions (Cialdini, 2007). The first tactic can be used in different ways. We only highlight the famous marketing technique, free sampling. Free sampling can happen in two situations. The first situation is the free sampling in supermarkets and on railway stations. The second situations is door-to-door sampling (Cialdini, 2007). Coca Cola used only the free sampling technique in supermarkets and on events. The slogan that they used by this tactic was: ‘Personalize your Coca Cola can with your name’. Besides the 250 most popular names of Great Britain they also gave people who were not included in those 250 names the chance to produce their own can (Coca Cola, 2010; Marketing, 2012). During the free sampling the customers could personalize a can. By offering this option, Coca Cola did a favor to the consumers who do not have any chance getting their name on a can in the local stores, because they do not have one of the 250 most popular names of Great Britain. By doing this favor, the customers will have a feeling that they should do a favor back, by buying a Coca Cola product. This does not have to happen directly after that Coca Cola did a favor to the customer but can also happen a month later (Marketing, 2012; Coca Cola, 2010; Cialdini, 2007). Besides the free sampling technique they also used the Foot-in-the-Door (FITD) technique, this technique stands for someone doing a concession to you first and you will have the feeling that you should do a concession back to that person (Donders, 2011). Coca Cola implemented this technique by making a concession by offering the booth where you could personalize your own Coca Cola can, not only for the people whose name was available, but especially for those people whose names were not available (Marketing, 2012; Coca Cola, 2010). They did a concession to the people whose name was not in the category of the most 250 popular names of Great Britain, first they offered you the products with the most popular names in Great Britian, but you are not interested, because it is not your name. By offering a second option, personalizing a can, Coca Cola did a concession to the customers, by do this concession the customers will have the feeling for accepting this second concession and make a personalized can. By using the FITD technique Coca Cola did a smart step by satisfying customers. By experience the feeling of satisfaction, you will be willing to agree on further similar agreements of Coca Cola in the future (Cialdini, 2007; Collins, n.d.). These techniques will work, because even if the customer does not like Coca Cola or get an uninvited offer from Coca Cola, they will have the feeling of doing a favor back to Coca Cola. The feeling of doing a favor back will be so strong that it will overcome the feeling of disliking or uninvited. This becomes because the rule of reciprocation is purely based on the interpersonal nature, where neither commercial nor money exchange is an issue. By doing a favor to the customers, uninvited or not, people will do a favor back to Coca Cola by buying a product. That doing a favor works for Coca Cola was evaluated in the figures, the sales volume grew with 3.8% during the campaign ‘Share a Coke’ (Collins, n.d.). Concluding we can say that Coca Cola implemented the rule of reciprocation in the right way, by doing free sampling and using the FITD technique. It had an huge effect on the sales volume, but if the rule of reciprocation was the overall most effective principle is not to say (O’Reilly, 2013). We think that the combination of other principles with the rule of reciprocation made this campaign ‘Share a Coke’ work.

8

3.2 SOCIAL PROOF The principle of social proof states that we use social proof to determine what is correct by finding out what other people think is correct. If we are in situation that we are uncommon with and were we are unsure in, we will look to the behavior of the environment right away and start acting the way they do. That is because we usually think that, that behavior is the right thing to do, we imitate the others to make sure we fit in the situation right there. That makes it a major strength and a major weakness for us. By acting the way our environment is acting in a situation we are uncommon with, is acting on the automatic pilot device, but if there is someone who is a liar and makes profit of your automatic pilot you will have a problem (Cialdini, 2007). Social proof is nothing more than following the behavior of the environment in unsure or uncommon situation, this is not only behavior in the most purest for but also following ideas and thinking of the environment in unsure or uncommon situation (Cialidin, 2007). Coca Cola created an unsure situation by being the first brand providing consumers a part of ownership of the Coca Cola products by providing the 250 most popular names of Great Britain on their products. This was something new for all the consumers in Australia, New Zealand and in Europe. By creating a new way of branding, Coca Cola needed to use peer-leaders to make this campaign a great success. Coca Cola used social proof in different ways in their campaign. First of all they used similarity, by using ordinary people like you and me in their advertisements. These ordinary people needed to fit in the target group 18-25 year old. By using people in that fit perfectly in this target group in advertisements, their target group can identify themselves with those people. By identifying yourself with someone in an advertisement, you will be willing to imitate the behavior of these persons as well (Cialdini, 2007; The Guardian, n.d.). Coca Cola did not used obviously actors in their commercial, but just ordinary people like you and me, this made that the campaign his major strength. Because campaigns were obviously actors have been used are less successful and people their reliability in the campaign will be low. Not only the target group, 18-25-year old, were attracted to this campaign, but also the other ages could take part and were not feeling excluded (The Guardian, n.d.) In a research after social proof by Cavet Robert was found out that 95% of the people are imitators and only 5% are innovators, this means that people are persuaded more by the actions of others than by any proof we can offer (Cialdini, 2007). Coca Cola needed to gain the attention of the innovators to make the campaign work, if the innovators are buying and sharing their moment with their Coca Cola product, with their name on it, the rest, the imitators, will be influenced by the innovators and copy their behavior (Industrial Marketing Management, 2006). Another factor which made the campaign a huge success, was through the use of peer-leaders, that the sharing aspect in the real and virtual world really worked. The major goal of the campaign was all about connecting people in the real and virtual world, by involving customers in the product and offer them a sense of ownership over the brand (Stick Figure, 2012; Marketing, 2012). The sharing in the real world was pushed by the commercial, but the sharing in the virtual world was especially pushed by Coca Cola themselves, by using celebrities, the peer-leaders. The major factor of social proof is, how more people are doing something, how more we will follow their behavior (Cialdini, 2007). Sharing your moment of Coca Cola in the virtuel world happened tremendous times, Coca Cola introduced a special account, @cokezone, and a special hashtag #shareacoke (Coca Cola, 2010; The Guardian, n.d.). Their Facebook community grow by 3.5% and globally by 6.8% and the hashtag has been used for more than 29.000 times (The Guardian, n.d.). On the basis of these figures we can say that the rule of social proof had a real effect on the social media channels of Coca Cola. Customers affected their direct environment by showing them their moment with Coca Cola, by doing this they will influence their direct environment and they will have the feeling to do the same, so they will fit in the behavior everybody is doing (Cialdini, 2007; Nic, 2014; Writer, 2014). The power of the rule of social proof is enormous, it is valid and valuable for most of us and helps us confidently through a lot of decisions without doing a personal research after the pros and cons for each decision we make (Cialdini, 2007). Coca Cola influenced consumers with this rule perfectly by using the right similarity, words and peer-leaders. Coca Cola did not abused data to fool their customers and used social proof in a positive way to let their brand in grown in volume and in brand knowledge (O’Reilly, 2013).

3.3 LIKING Cialdini says that people are more receptive to a proposal if it is made by a person who shows liking, and acceptance grows depending on how close that person shows to be. Although we don’t know anything the persons who we try to convince them of something, their resistance will decrease if we find similarities or parallels with them. Similarity is the most influential factor because people like persons similar to them. According to Cialdini, dress is an example of this because studies demonstrated that we are more likely to help people who dress like us (Cialdini 2007).

9

Similarity/attraction theory is based on we are more likely to be influenced by people we like, loved ones, friends or famous persons, and rarely we will buy something we do not like. According to studies by Ellen Berscheid and Elaine H. Walster (1969) and Donn Byrne (1971) in general people are most attracted to others who share similar attitudes or personalities because these are similar to their own. Coca Cola used this principle correctly because it encourages people to ‘Share a Coke’ with family, friends and everyone (boss, girlfriend, neighbors, etc.) with a typescript. Because we like sharing things and experience it with others like us. This action allows us to choose our own name or the name that we want on a bottle or can. The slogan in an advertisement is “Get in touch with a good friend, and old friend, or maybe even a new friend”. Liking is applied this way, people share that they like and Coca-Cola is the way for doing it, the reason for sharing a good moment with a friend. The product turns into something essential for consumers because it prints their names and it is the reason why it is shared. The cognitive bias “Halo Effect” plays a very important role in this case because it consists of people create an image of a person based on a impression and they associate it with specific traits according to Edward Thorndike (1920). For example if a man is handsome, people tend to think that he is also clever, friendly and sociable. Celebrities are also very important in that sense due of our impression about them. Usually we perceive them as successful, likeable and attractive and then they look as smart, funny, friendly, etc. They have more persuasion power when they share a Coke because people want to look at them and they copy specific behaviors made by their favorite celebrities. If followers see to her/him celebrity with a customized bottle drinking Coke, they will want it too for show their commitment fanatically and the company increases its production and sales. Celebrities aren’t protagonists in commercials and advertising but they appear in other way like in the photo call of social events, promotions, television programs etc. where they show a Coca-Cola bottle or can, this is a kind of advertising more natural, indirect and effective. Some of famous people who have shared a Coke around the world are the actress Jessica Lowndes; the rugby player Thom Evans; the presenter Dermot O'Leary, some of Thailand's stars and celebrities or the singers of The Overtones. According to Cialdini (2007), likability comes in many forms. A key factor that causes liking is to share a view or an opinion about interests, hobbies, even trivial and familiar things in life. An example given by Cialdini is that in election voters choose a candidate because the name seems familiar. Like this, Coca-Cola exploited this topic supported by Cricket Australia in the campaign “share a Coke with Matt” for achieving a Guinness World Records title with 1,100 persons named Matt, one of the most popular names in Australia. They gave support to the company in Boxing Day test at the Melbourne Cricket Ground; every person named Matt who registered on this campaign received two free tickets for the event. Compliments and praises also raise liking towards person or organization that pay us a compliment and this causes a pleasant emotional condition. Coca-Cola makes customers feel special and important because it allows they to have their own name on a bottle and this campaign is centered around customers and their feelings. Thereby Halo Effect is used to achieve a positive value of the product. Coca-Cola is presented like a funny and happy beverage therefore customers underestimate its caloric levels. The campaign “Share a Coke” has been a resounding success in different countries around the world because it is a local campaign with local names on labels of Coke bottles and cans, with the most popular names in each country. The names were also replace with messages or generic names in special dates like Father’s Day, the word ‘Dad’ was put on labels of Coke bottles in United Kingdom. Plastic bottles was also replaced with messages of love for Valentine’s Day in South Africa or original messages like ‘the most optimistic’, ‘the prettier smile’, etc. in Spanish bottles. The worldwide campaign ‘Share a Coke’ by Coca-Cola invites customers to implement the principle of liking and reciprocity simultaneously, providing a social relationship and thus commercial too. If you share a Coke you are sharing happiness and your friendship with others. This campaign also implements the principle of liking and authority. For instance, Coca-Cola invited to “Share a Coke with Kate and Wills” Dukes of Cambridge for the royal baby’s arrival. Liking works because people will share a Coke if they like the princes and they want to celebrate the baby’s arrival with them and authority is present because Dukes of Cambridge have power, authority and influence in society. In this way, Coca-Cola was part of Dutch culture and approached to Dutch people making a invitation to 'share a Coke with our King and Queen' in Remembrance Day last year in Amsterdam. According to Cialdini, people are also more likely to buy from people like themselves, from friends, and from people they know and respect. As consumers, it is difficult to detach ourselves from the power of liking has on us. When someone we love, respect and trust recommends a product or brand to us, we most likely to pay attention and even follow his recommendation. In this way, Social media is a good tool to share something because it is a powerful implement which encourages liking, people are more exposed to messages and recommendations of close people, this means that if friends on Facebook or followers on twitter sharing a Coke or post some information about the campaign

10

people are more predisposed to share it with other friends and followers because friends are a source of credibility and this increases if they like the contest that their friends are sharing. The effect of liking is that people share something with other because people like persons similar to them and they are more receptive to a proposal if it is made by a person who shows liking, similarities or parallels with them, like family, friends or famous persons. Coca-Cola turns into something essential for consumers because they like buy a Coke bottle with their names and it is the reason why it is shared.

3.4 SCARCITY The rule of scarcity is that if something is rare or becoming rare, it will become more valuable to us. There are different tactics that has been used by different people to use the rule of scarcity. Why this rule is so powerful comes from two major sources. The first source is familiar and the second source is losing freedom. We are familiar with the fact that if we choose for something that is rare we get an item that is not easy to get. Because of the availability of an item, scarcity will help us to make a quick and correct decision about the quality of it. Following the rule of scarcity is mostly efficiently right. The second source, losing freedom, has all to do with an opportunity that becomes less available. We hate to lose freedom we already have. According the theory of Jack Brehm, the desire to the need to retain our freedoms, when free choices are limited or threatened, will increase significantly more than previously. We will react on something that is scare by wanting and trying to posses the item more than before. We want to have the item, but we have to make sense of our desire for the item, we begin to assign it with positive qualities to justify the desire. What has to be taken in mind that when it comes to freedom, it is more dangerous to have given freedom for a while than never to give it at all. When freedom is ones granted it will not be relinquished without a fight. The tactics that can been used to make the scarcity rule work in the sales and marketing branches, are sales techniques the limited number tactic, the deadline tactic and the high pressure selling technique. The first tactic that has been used by Coca Cola in the ‘Share a Coke’ campaign is the limited-number tactic. Coca Cola only provided the 250 most popular names in a country on a bottle or can. By doing this Coca Cola is giving the impression to the customer’s that the product is scare and that there are only 250 popular names available. The pressure of getting your name on a bottle of Coca Cola will increase immediately, because of the select availability (Coca Cola, 2010; Cialdini 2007). Besides the limited number tactic Coca Cola used also the deadline tactic, the products with the most popular names, were only available and promoted during the summer months. But there was not really a push from Coca Cola by telling the customer’s for what time period the products would be available. This is something they could do better (Coca Cola, 2010; Cialdini, 2007). They used one element from the Coca Cola communication means that was putting pressure on the customers by providing personalized cans during events and free sampling activities in supermarkets. They promoted on Twitter where and when they were at an event so their followers knew where they could make a personalized can. Coca Cola was only there for one day, so if you where in the neighborhood this was your opportunity to get your personalized can, if not you had lost your chance (Cialdini, 2007; Coca Cola, 2010; Twitter, n.d.). By providing the 250 names on the products of Coca Cola and putting a kind of pressure on the sharing aspect, social demand was created as well. But not only the above techniques let the principle of scarcity work for the ‘Share a Coke’ campaign of Coca Cola. They also used social demand in combination with social proof. Social demand messages that not only the product is good when a lot of people want to have it, but that there is also a form of competition. The thought of losing out, the product, to a rival frequently turns a buyer from hesitant to zealous, called the competition-for-a-scarce-resource. Coca Cola used this form of competition as well, you never knew for sure if your name was available in the local stores, so to be the first to have your name on a bottle became a competition. But this was not the only form of competition, also the competition between the direct environment and a person was affected. The sharing aspect on social media became a hype, and between friends was a competition who shared first their name and product on social media with their friends (Cialdini, 2007; The Guardian, n.d.). By using the rule of scarcity Coca Cola uses the strongest principle. Part of the problem of the rule of scarcity is that our reaction to scarcity hinders our ability to think straight. When we see that something become less available, our physical agitation sets in. Especially in cases of direct competition, we will have a higher blood pressure, narrow focus and our emotions will rise. The logic stops immediately (Cialdini, 2007). Coca Cola implemented the rule of scarcity correctly, but could use it even better by using the limited-time technique as well. At the end when the campaign stopped, they made clear that it only was available during the summer months, if they did it upfront the effect of scarcity will be bigger and the sales volume would be even more grown that it has now.

11

4 CONCLUSION

Coca-Cola Company wants to look ahead, understand trends which forces them to shape their business in the future and move quickly to prepare what’s to come. They want to be ready for tomorrow today. Coca-Cola Company and the beverage Coca-cola have a different aspect in target audience. The Coca-Cola company wants to achieve non-drinkers of Coca-Cola Company drinks and Coca-Cola wants to achieve non-drinkers and Coca-Cola drinkers. In this campaign liking is one of the most important principles. The effect of liking is that people share something with others because people like persons who are similar to them. People are more receptive to a proposal if it is made by a person who shows liking, similarities or parallels with them (family, friends, famous persons). Liking is a very influential factor for sharing a Coke. Social proof is the most important principle in this campaign. It looks like it is a reaction of the principle liking, because when a consumer shares his Coke on social media, his friends wants to buy a Coke too. In this campaign social proof influenced consumers by using the right similarity, words and peer-leaders. Coca Cola did not abused data to fool their customers and used social proof in a positive way to let their brand in grown in volume and in brand knowledge. Scarcity can be combined with social proof. If your social environment wants something that is scare, in this case a product of Coca Cola with your name at it, there can exist a form of competition between you and your social environment. This competition exist out of who has the product with the person’s name first and who shared it first. Reciprocation stands individual from other principles. In this campaign the rule of reciprocation is used by doing free sampling and using the FITD technique. It had an huge effect on the sales volume, but if the rule of reciprocation was the overall most effective principle is not to say . We think that the combination of other principles with the rule of reciprocation made this campaign ‘Share a Coke’ work.

12

5 ADVICE

In this chapter the following principles will be given an advice. Reciprocation, liking, authority, scarcity and commitment and consistent. Commitment and consistent weren’t in the campaign. Reciprocation, liking, authority and scarcity were. These who already were in the campaign will be giving an advice which will use the principle in a better way.

5.1 RECIPROCATION

In paragraph 3.1 the principle reciprocation is explained. Cialdini (2007) says if people provided something towards us, we try to repay. Coca-cola did not use this principle as directly effective. Coa-Cola expected customer to buy their products, when they gave a free sampling of customizing your own can by using the persons’ name. Coca-Cola expected customers would buy Coca-Cola instead of other brands in the future. To get effect directly, by using this principle, Coca-Cola could ask consumers to customize a second can. This second customized can is for their friend or family, but it is not for free. Consumers have to pay for this second, customized can. Now, Cialdini (2007) says that most of people will customize the second can, because Coca-Cola gave them a free can firstly. Those people want to give Coca-Cola something back: to buy and customize a second Coca-Cola. An example of using this principle in this way is used in the Dutch politics. In every campaign (before people have to vote) of PvdA, the supporters give roses to people on the streets. Those people are potential voters, fans and non-voters. By giving them a rose, people feel to give something back. They will repay by voting on the PvdA (Wessels, 2014).

5.2 LIKING

This principle is already used in the Coca-Cola campaign, but it can be used better. Liking says that people prefer to say yes to the request of someone we know and like (Cialdini, 2007). An example which Cialdini gave in his book is about the Tupperware party. The request to purchase the products does come from the friend who organized the party. Because people feel the pressure to say yes to someone they know and like. In this campaign, Coca-Cola could asked customers who are already sharing a Coke online, to select their three best friends to ask if they want to share a Coke with them. Those three best friends will feel a pressure to say yes and will buy a Coca-Cola, which they can share online with that friend and select their three friends again. In this way, it will spread rapidly. A current example is the neck nominations. A person nominates three friends to drink a bottle of alcohol. Their request is filmed and in a special way. Firstly, those three friends thank the person who nominated them. Secondly, those three friends feel the pressure to make another film, drink a bottle of alcohol and nominate three other friends. It was spread rapidly. It began in Australia and moved rapidly to Europe (Lijn 17, n.y.)

5.3 AUTHORITY

Authority is explained in paragraph 3.3. It said that Prince William and Kate’s names were on a can which you could buy. Titles are the most difficult and easiest symbols of authority to acquire (Cialdini, 2007). Prince William and Kate are an example of authority, because they are from the royal family. Customers would be influenced by their titles and will buy a Coca-Cola can with their own names or the royal names. The only disadvantage in this campaign was, that they used letters and no photograph or television commercial with the royals in it. To influence the target group more by using an authority, Coca-Cola could use photographs or a commercial with the royals in it. An example is to ask Prince William to explain why he wants to give Kate a can with her name. He has to leave a message why he bought the can for his wife. There are a lot of television commercials with a title in it. Especially with toothpaste. In those kind of television commercials, they use a dentist to explain about a specific brand of toothpaste which is the best. An example of a brand is called Sensodyne. In this commercial a female dentist is explaining why people need to use Sensodyne, if they sensitive teeth. The commercials starts by introducing the dentist with a heading: Dr. Yvonne Chen, Dentist Taiwan (Meenle, 2013). This title can influence consumers to buy this toothpaste, because they will believe the toothpaste will work against their sensitive teeth told by a dentist. In this commercial there is another authority aspect: clothes. The dentist in the commercial also wears dentist-clothes. People will believe her more because of wearing dentist-clothes and she has a title (Cialdini, 2007).

13

5.4 SCARCITY

Cialdini (2007) says that scarcity is all about opportunities which seem more valuable to us when their availability is limited. People are more motivated by the thought of losing something instead of gaining of equal value. Cialdini (2007) tells about the number-technique. It is about telling people that the product in which they are interested in, is the last item. Sometimes it is not even true, but the customer believes that the product is least available and that is why it is more desirable. In ‘Share a Coke’ campaign, they used scarcity. In paragraph 3.4 was written about the availability of the cans. The availability was said afterwards the campaign: in summer. Customers would have bought more cans when Coca-Cola told the cans are only available in a specific period. This period could be that years’ summer in July and August. When Coca-Cola emphasizes scarcity in this way, it will create a better hype then it did. It will respond on the fear to loss. In this case, Coca-Cola sold an exclusive product. A can with your own name, only in summer. After summer, you could not find any cans with names, only the brand name. An example how to use scarcity in exclusive products is given by Cialdini himself. In a campaign from Bose about promoting a new product, they emphasize on the word ‘new’. However, they did not sell a lot of their new product. Cialdini gave advice to replace the word ‘new’ into: ‘This is what you have been missing’. At that point, Bose had sales growth. According to Cialdini it is important to emphasize on the fact what people can be missing (Kranenburg, 2012).

14

REFERENCE LIST

Articles

Bates, D. (2013). “Why Coca-Cola’s ‘Share a Coke With…’ Campaign is a Stroke of Content Genius”

http://www.business2community.com/content-marketing/why-coca-colas-share-a-coke-with-

campaign-is-a-stroke-of-content-genius-0536343. Read on 15 March 2014.

Brand marketing (n.d.) What the Share a Coke campaign can teach other brands.

http://www.theguardian.com/media-network/media-network-blog/2013/jul/24/share-coke-teach-

brands. Consulted 30 March 2014.

Coca Cola (2010). Share a coke. http://www.coca-cola.co.uk/share-a-coke/share-a-coke.html. Consulted

30 March 2014.

Collins, W. (n.d.). What is Foot-in-the-Doo Technique.

http://www.ehow.com/info_8408377_footinthedoor-technique.html. Consulted 30 March 2014.

Contact music (2013). “Picture - The Overtones” http://www.contactmusic.com/photo/the-overtones-

coca-cola-share-a-coke-campaign_3654339. Read on 16 March 2014.

Digital Spy (June 2013) “'X Factor' Dermot O'Leary 'sad' over forgotten Coke bottle – picture”

http://www.digitalspy.ca/fun/s103/the-x-factor/news/a488751/x-factor-dermot-oleary-sad-over-

forgotten-coke-bottle-picture.html. Read on 16 March 2014.

Dirne, S. (2011). Nader verklaad... Het Bystander Effect. http://www.psyblog.nl/2011/04/01/nader-

verklaard-het-bystander-effect/. Consulted 30 March 2014.

Donderds, B. (2011). Maatschappelijk Verantwoord Ondernemen als een Succesvolle

Marketingstrategie. http://dare.uva.nl/document/345035. Consulted 25 March 2014.

Eames, T. (2013). “Kelly Brook ex Thom Evans splits from Jessica Lowndes”.

http://www.digitalspy.ca/celebrity/news/a525676/kelly-brook-ex-thom-evans-splits-from-jessica-

lowndes.html. Read on 13 March 2014.

Etnomarketing (August 15th 2013). Share a coke. http://www.etnomarketing.nl/2013/08/15/share-a-

coke/. Read on March 16th 2014.

Industrial Marketing Management (2006). Innovation, imitation, and new product performance: The

case of China.

http://belkcollegeofbusiness.uncc.edu/KevinZhou/10%20innovation%20and%20imitation.pdf. Read on

2 April 2014.

International Encyclopedia of the Social Sciences (2008). Similarity/Attraction theory.

http://www.encyclopedia.com/doc/1G2-3045302452.html. Read on 23 March 2014.

Journey Australia Staff (12 November 2013). Local Idea Goes Global: share a coke. http://www.coca-

colajourney.com.au/stories/local-idea-goes-global-share-a-coke. Read on March 16th 2014.

15

Kendra, C. (…).“What Is the Halo Effect?” http://psychology.about.com/od/socialpsychology/f/halo-

effect.htm Read on 25 March 2014.

Kranenburg, M (13 november 2012). De psychologie van het overtuigen: schaarste. http://www.marketingfacts.nl/berichten/de-psychologie-van-het-overtuigen-schaarste. Read on 1th April.

Lijn 17 (n.d.). Neknominatie: je lacht je dood. http://lijn17.nl/neknominatie/. Read on March 30th

2014.

López, O. (2013). “Marketing de éxito: comparte una Coca Cola con...”

http://noticias.infocif.es/noticia/marketing-de-exito-comparte-una-coca-cola-con. Read on 13 March

2014.

Meenle (28 February 2013). Sensodyne ad with Dr. Yvonne Chen. http://www.youtube.com/watch?v=SG3mbWrNo5Q. Read on 1th April.

Marketing (22 June 2012). Share a Coke campaign post-analysis.

http://www.marketingmag.com.au/case-studies/share-a-coke-campaign-post-analysis-

15944/#.Uyiaeqh5OSo. Read on March 18th 2014.

Marketingmag (2012). “‘Share a Coke’ campaign post-analysis”

http://www.marketingmag.com.au/case-studies/share-a-coke-campaign-post-analysis-15944/. Read on

16 March 2014.

My Suburban News (December 2011) “Share a COKE with ‘Matt’”

http://www.mysuburbannews.com.au/2011/12/06/share-a-coke-with-matt-20206542.html. Read on 16

March 2014.

National Multimedia (2013) “So much fun to 'Share a Coke'”

http://www.nationmultimedia.com/sunday/So-much-fun-to-Share-a-Coke-30216921.html. Read on 25

March 2014.

Ndweni, B. (2014) “Share-a-Coke campaign a hit in SA”

http://www.destinyconnect.com/2014/01/23/share-a-coke-campaign-a-hit-in-sa/. Read on 16 March

2014.

Noppe, C. (2011-2012). Wat is de invloed van in-store sampling op e geplande en ongeplande

aankopen?. http://lib.ugent.be/fulltxt/RUG01/001/893/508/RUG01-001893508_2012_0001_AC.pdf.

Consulted 25 March 2014.

O’Reilly, L. (2013). Coke uses ads to thank consumers for ‘Share a Coke’ success.

http://www.marketingweek.co.uk/news/coke-uses-ads-to-thank-consumers-for-share-a-coke-

success/4007896.article. Consulted 30 March 2014.

Patwari, D. (2013). Launches ‘Share a Coke’ campaign in Thailand” http://bangkok.travel/coca-launches-

share-a-coke-campaign-in-thailand. Read on 16 March 2014.

Stick Figure (24th January 2012). Share a coke campaign. http://shareacokewithricky.blogspot.nl/. Read

on March 18th.

The Coca-Cola Company (n.d.). Homepage. http://www.coca-colacompany.com/our-company/mission-

vision-values. Read on March 18th 2014.

16

Thorndike, E. L. (1920). "A Constant Error in Psychological Ratings’’. http://www.the-halo-

effect.com/links/ThorndikeHalo1920.pdf. Read on 18 March 2014.

Wessels, P (3 maart 2014). Waarom deelt de PvdA rozen uit tijdens de verkiezingscampagne?

http://www.consumentenpsycholoog.nl/waarom-deelt-de-pvda-rozen-uit-tijdens-de-

verkiezingscampagne. Read on 30 March 2014.

Writer, S. (2014). Case study: What brands can learn from the integrated Share a Coke campaign of

2013. http://www.thedrum.com/news/2014/01/28/case-study-what-share-coke-campaign-can-teach-

other-brands. Consulted 30 March 2014.

Books

Cialdini, (2007). Social Influance. New York: HaperCollins Publishers.

Eunen, E. (2011). Het Complete handbook Actiemarketing. Amsterdam: Pearson Education Beneluxe.

17

APPENDIX I COMMUNICATION TOOLS

Posters

Billboards

18

Social media

Banners social media

19

Events

20

APPENDIX II LECTURE

Presentation schedule Introducing Estela Experiment - with 2 people frontdesk with a warning that something is happening in our classroom - Estela to explain what happened during experiment and what we would like to show them during the experiment. Make the link to authority. Definition authority Estela Presentation format Estela Titles - Rectal Earache Estela - Neurologist Jansen – Steur Angelien - Blue eye and brown eye Angelien experiment show movie - Scientist Diederik Stapel Angelien Clothes - what do uniforms with us? - policeman experiment Angelien show movie - Commercials and uniforms Angelien - Daily live Angelien show movie not only authority but also social proof Trappings - Claxon experiment Angelien - Jewel experiment in shop Angelien Click and whirr - because.. Linda Onion experiment Linda - three examples Linda show movies - form groups Linda/Estela/Angelien - choose movie - get means to cut onion Linda/Estela/Angelien - show what happened with Gordon Ramsay Linda Protect ourselves for automatic processes 1. Is this authority truly an expert? 2. How truthful can we expect the expert to be here? Time for questions.

21

22

23

24

1